WorkGraphic Design

Baxter and Bailey help Goldsmiths University of London to attract the brightest and best

This rather nice typographically-led recruitment campaign for Goldsmiths University of London is by Brighton agency, Baxter and Bailey to help the world-renowned institution to attract the brightest and best students over the next three years.

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Two recruitment posters for Goldsmiths University; left poster in hot pink with yellow typography listing academic disciplines, right poster in charcoal with yellow text and black and white photograph of a student

Working with regular writing partner Kate Van der Borgh, the agency's starting point was to craft a compelling and flexible approach to copy: "Our one Goldsmiths concept placed eclecticism, individuality and diversity at the heart of the solution," explains Creative Director, Matt Baxter. "With a similarly eclectic approach to typography, we brought this melting pot of disciplines, specialisms and subjects to life."

Photographer John Wildgoose joined the agency's project team to deliver a suite of brilliant black and white reportage photographs, all shot on and around the Goldsmiths campus. Baxter and Bailey also brought animators Buff Motion and exhibition build specialists Standard 8 on board to deliver their own areas of expertise. "An appropriately collaborative solution for a boldly collaborative institution," adds Matt.

And how did Goldsmiths feel? Jennifer New, Student Marketing Manager at Goldsmiths, said: "It’s been a real pleasure working with the team at Baxter and Bailey. We came to them with an ambitious brief that they’ve distilled into a striking, powerful campaign that authentically gets to the heart of what makes Goldsmiths such an exciting and inclusive place to study."

Pages from Goldsmiths University recruitment campaign showing typography and photography across various layouts with bold pink, yellow and black colour blocks
Black and white photograph of a smiling man with his hand raised during what appears to be a campus discussion or event, with other people visible in the blurred background
Man in profile gesturing while speaking, with blurred figures in background in black and white photograph shot at Goldsmiths campus
Student working at a typewriter in a black and white photograph shot on Goldsmiths campus for the university's recruitment campaign
Black and white photograph of students sitting at a table during what appears to be a campus event or discussion at Goldsmiths University
Goldsmiths University recruitment poster on bright yellow background with pink text listing diverse student archetypes ending with "ONE GOLDSMITHS
Bright yellow and pink recruitment material for Goldsmiths University of London with bold typography on the spine, displayed against a vibrant pink background
Goldsmiths University recruitment campaign poster with bold yellow and white typography reading "Endless Innovation One Inspiring Legacy" over black and white photographs of students on campus
Double-page spread with bright yellow background showing a timeline of key moments in Goldsmiths University history from 1891 to 2018, with photographs and large typography marking significant years and events
Goldsmiths University recruitment campaign poster with bold pink and white typography reading "Countless Paths One Destination" alongside a black and white photograph of a student wearing glasses against a bright yellow background
A person wearing a patterned black shirt and red lanyard speaks animatedly to visitors beside a yellow banner at what appears to be an exhibition or event stand
Goldsmiths University of London website homepage displaying a recruitment campaign with black and white photograph of a smiling man and the text "Many Voices One Goldsmiths
Bright pink hardback book with yellow typography reading "Infinite ideas one Goldsmiths" on a yellow background
Three black tote bags with Goldsmiths branding displayed against a bright yellow background, each featuring bold typography reading "Believer", "Maker" and "Explorer" in contrasting colours
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